The goal of our multi-platform partnership with Google Chrome Enterprise was to position Chrome Enterprise as a growth engine for enterprises and as a leader in the future of work, thanks to its powerful security features and customized management capabilities. Chrome Enterprise is the most trusted enterprise browser, and hundreds of millions of people work in Chrome every day. By giving firms the ability to configure their security levels to suit their specific needs across their organization, Chrome Enterprise keeps its users safe and productive. The campaign aims to inspire reflection and engagement through surprising and at times playful breakthrough experiences, and our messaging was crafted to inform and empower its tech leader audience with the data, insight and solutions they need to take action and bolster their enterprise web security in response to a fast-evolving risk landscape.

To develop an impactful creative concept for Chrome Enterprise, we turned first to an AI-powered audience insight tool, Bloomberg AiQ, and found that Chrome Enterprise’s target IT Decision-Maker audience was 3.72 times more likely than the average user to engage with content about gaming. Inspired by this insight, we developed a strategy centered around data and gamification with breakthrough experiences that would capture this highly digital audience’s attention. By surprising and delighting audiences with perspective-changing insights and interactive touchpoints designed to inspire reflection and reconsideration of their security solutions. We created opportunities for meaningful engagement with Chrome Enterprise’s thought leadership and memorable spaces to deliver information around the browser’s unique security features.

To reach Chrome Enterprise’s audience of IT Decision-Makers, we anchored our campaign in the Bloomberg Technology Summit—a meeting of the minds of technology and IT leaders across industries. Strategizing around this tentpole event allowed us to develop a phased approach to our creative campaign, designed to seed Chrome Enterprise’s messaging in market ahead of the event, capture momentum at the event and build on its buzz by amplifying insights and deeper learnings after the fact, helping drive audiences down the funnel over the course of the campaign.

The campaign kicked off with a series of gamified and non-gamified, data-led high-impact ad targeted to the tech leader audience, each of which communicated one timely data point on enterprise security threats paired with a Chrome Enterprise solution. We expanded our storytelling in a series of data-led story cards housed in ad units and across Bloomberg’s social channels, spotlighting specific features of Chrome Enterprise. At the Bloomberg Technology Summit, we activated an interactive game and multimedia experience that raised awareness of Chrome Enterprise. We explored the growing importance of browser security in a series of videos filmed onsite, featuring high-level attendees and Google stakeholders. We turned the camera to a real life case of Bloomberg Media Chief Digital Officer Julia Beizer on the ways Chrome supports her team’s work disrupting the digital newsroom, and animated videos and articles exploring security stakes and the browser’s protective features.

37.6 million total impressions delivered

9.4 million total video views

Brand lift study results: 93% familiarity, 86% consideration, 68% purchase intent

Custom ad unit interaction rate exceeded Bloomberg benchmarks by 166%

Storycard CTR was 24x higher than benchmark

95%+ VCR

The content consistently outperformed benchmarks across platforms, garnering over nine million views and video completion rates over 95%, as well as off-the-charts click-throughs on our engaging multi-format ad units. This campaign demonstrated the importance of enterprise web security in our increasingly connected world, revealing how specific Chrome Enterprise features can help IT Security Decision-Makers secure the future of their organizations.